from soup to nuts: a collaborative look at program...

From Soup to Nuts: A Collaborative Look at

Program Development and Recruitment

Mary L. Lo Re, Ph.D., Wagner College

Patricia A. Burns, Marist College

Adult Education Biggest Challenges

• Marketing programs (20%)

• Building buy-in/cooperation among

colleagues & leadership (14%)

• Recruitment (11%)

Source: CALEM 2015 attendees’ survey 2

From Soup to Nuts: A Collaborative Look at

Program Development and Recruitment

I will be discussing:

oResearch, Program development, and

o Building buy-in/cooperation among

colleagues & leadership

And my colleague, Patricia will be discussing:

oRecruitment, and

oRetention

3

RESEARCH

• The Need: local vs. national vs. international

• On-line vs. face-to-face vs. hybrid

• The Competition

• Your Strengths/Weaknesses

– Faculty, staff, space

– Financial & technical resources

• Can you Compete; or, Need to Create a Niche?

• Hire Consulting Firm vs. In-Campus Research

Wagner College - Staten Island, NY 4

PROGRAM DEVELOPMENT cont’d

• Narrow Search & Determine Discipline(s)

– Survey

– Focus Group

– Open Forum

• Determine/Develop Curriculum

– DOE State Requirements

– Faculty & Student Involvement

– Innovate: possibly cross-disciplinary skills/courses



• Program’s Delivery Considerations

– Integrate with “traditional” students?

– Rolling admission?

– Cohort based program?

– Common adult core courses across disciplines?

– Day/night/weekend?

– Residency component?

– Online/face-to-face/hybrid?

– Traditional or shortened/abridged semester?



• Pathway to Completion for Degree Programs

– Prior Learning (ex: CAEL)

– Portfolio-based assessment

– Military or Corporate structured training

– AP Course or College-level courses taken in H.S.

– CLEP (College Level Examination Program)

– Excelsior College Exams

– DDST (DANTES Subject Standardized Tests)

– StraighterLine (online college courses as low as $49 per course)



• Admission Requirement

– Age (ex: >= 25+)

– SAT/ACT score requirement

– Prior skill requirements

ex: math, writing, research, computer, …

– Minimum years of experience

– Interview and/or Letter of Intent

– Letter(s) of Recommendation

– Transcript (ex: accept course >= 2.0 GPA)



• Other Considerations

− Instructional Staff

• Use existing faculty & adjuncts; or hire new?

• F-T Faculty: Teach courses in-load?

• Adjunct Faculty: College-wide maximum course load

• Credentialing—is the Ph.D. needed?

• Instructors’ applied experience—required?

– Tuition & Financial Aid

– Financial Model (ROI) for Senior Management

Remember: Stay “true” to your Institution’s mission!Wagner College - Staten Island, NY 10

BUY-IN

• Start the “buzz”

– Announce at Deans/Chairs meetings

– Campus-wide announcement

• One-on-one with key participants/departments

• Create sub-committee

• “Town Hall” (non-voting) campus meeting

• Find “root-cause” of dissention

• Involve/commit key participants in development

and support/sustainability of programWagner College - Staten Island, NY 11

BUY-IN cont’d

• Stress importance and value of program

• Distribute draft of proposal & elicit feedback

• Discuss updated draft at Deans/Chairs Meeting

• Seek Academic Committee approval

• Seek Campus-wide approval

• Develop program packet for DOE State approval

• Send celebratory and thank-you notice campus-

wide of approval from State + provide next step

guidelines/timeline


CAMPUS INVOLVEMENT

• Senior Management Team/Board of Trustees

• Registrar, Financial Aid and Bursar

• Campus Ops/Security

• Campus Life, Student Services, Library

• IT

• H.R.

• Marketing/Communications

• Alumni Relations

• Current Students (if appropriate)


Thank You

After this discussion of Research, Program

Development & Buy-In,

my colleague presenter Patricia Burns will

now continue in discussing Recruitment &

Retention efforts at Marist.


The Hudson River School

Marist is dedicated to helping students

develop the intellect, character, and

skills required for enlightened, ethical,

and productive lives in the global

community of the

21st century.

15

18

School of Professional Programs

Adult Only Majors

• Paralegal Certificate

• Bachelor of Social Work

• Liberal StudiesOnline

On campus

Hybrid

19

Liberal Studies

• Interdisciplinary degree completion

• Two or three areas of concentration in the 45 credit major

• 21 credit core

• Up to 55 elective credits.

• Prior Learning Assessment is an option.

• Multiple start terms

• Discounted tuition

• Scholarships or Partnerships

20

Liberal Studies

• Discounted Tuition

Full time study ($17,275 per semester)

at

Part time rate ($650 per credit/$7,800 per semester)

21

Liberal Studies

• Scholarships/Partnerships

Marist Excellence Award $2,500 per semester

or

Adult Learner Scholarship $1,500 per semester

or

Corporate or Organizational Partnership 25%

22

Marketing

Develop the demand to get the customer

to inquireHOW?

Product – Liberal Studies (done)

Place – Online (done)

Price – Set (done)

Promotion – A fluid process (ongoing)

and now….

23

The “Nuts”

Marketing Overview

• Outreach and Recruitment

• Customer Relationship Manager

• College Events

• Retention

• The Future

24

Outreach/Recruitment by year

• Advisor-in-Residence 4 colleges 40 visits

• Transfer Fairs 6 colleges 6 visits

• Panel Discussions 1 college 4 visits

• NYPD 4 visits

• Social Service Agencies 4 visits

• Chamber of Commerce Monthly visits

• Military Events 2 events

• Partnership Visits 60 partners once a month

25

Marketing

Communications:

• Print – Mailings

• Event Promotion – Media Mix

• CRM – Email

• Outreach – Travel

26

Marketing

Mailings – Print

• Postcards: Three 5 weeks prior to event

October, December, April

• Program Information Day 1

• Director/Dean Letter Day 7

• Posters/Flyers

• Surveys Each Semester

27

Marketing

Event Promotion – Media MixRadio

Newspaper

Social Media

SEM/SEO

Postcard/Email

Phone Calls

28

Customer Relationship Manager

Email Campaigns:

• Nurture: 12

• Event Campaigns: 10

• Blast Campaigns: 3

29

CRMEmail Campaigns:

• Nurture: 12• Day One: Email (Welcome) and Brochure (Program Specific)

• Day Seven: Letter from the Director

• Day Ten: Email (Other locations)

• Day Thirteen: Email (General Info with program options)

• Day Twenty Three: Email (online)

• Day Thirty Three: Email (finances)

• Day Forty Seven: Email (alum/ambassadors profiles)

• Day Fifty Nine: Email (why Marist?)

• Day Seventy Three: Email (cost)

• Day Eighty Three: Email (rankings)

• Day Ninety Five: Email (BS earning potential)

• Day One Hundred Ten: Email (From the Dean)

• Day One Hundred Twenty One: Email (Complete your FAFSA)

30

CRM

Email Campaigns:

• Event: 12

• Adult Open House: Fall, Winter, Spring

(November, January {2}, May)

• Discover Marist Days: One on One Advising (February, March, July, August, December)

• Information Sessions: Program Specific (February, June, July)

31

CRM

Email Campaigns:

• Blast: 3

Drive to Apply

Started not completed

Program Specific

32

Events

• Adult Open House: 4 per year

November, January (2), May

• Information Sessions: 3 per yearFebruary, June, July

• Discover Marist Days: 5 per yearFebruary, March, July, August, December

• Personal Visits: Daily

Retention

33

• Mandatory online orientation

• Monitoring usage two weeks prior to start, and up to one

week after start

• Communication between School and faculty to determine if

students log on to the course

• On campus orientation for new students

• Campus Guide

• Welcome phone calls by academic advisor

• Monthly follow up by advisor

• Meeting with student prior to registration

• Welcome letter to new enrolled students

• Newsletter

34

Next Steps

• Name Change for School and Program

• New hires in School

• Bi-weekly meetings with School

• ADEPT

• Military Campaign

• New Programs

• Go to Meetings/Videos/Website Re-design

Community Partnerships

An Investment in Your Future 35

Questions?

37

from soup to nuts: a collaborative look at program...

Documents